Disney tests dynamic pricing with new Pixar Pier

Disney has begun testing dynamic pricing at its Disney California Adventure theme park with a new $299 ticket that includes a preview of its new Pixar Pier land.

The $299 ticket includes access to the new area at its California property, which features a Cars-themed racing ride and a live Frozen show. Pixar Pier is based on iconic Pixar movies such as The Incredibles and Finding Nemo.

Disney has already introduced dynamic pricing in a way by pricing tickets on a sliding scale based on ‘value’, ‘regular’ and ‘peak’ dates.

Tickets range from $97 to $135 at Disneyland and between $102 and $122 at Walt Disney World.

The firm has raised ticket prices by more than 20 per cent in the last five years, with tickets currently costing an average of $100 per person, rising to over $120 during peak holiday times.

Prices have risen at roughly double the rate of inflation over the past five years.

The Pixar Pier preview give fans the opportunity to see the new Disneyland attraction over the course of six hours for a whopping $299.

“We’re pursuing a number of strategies, including pricing and increased capacity, to better spread demand throughout the year so that we can fulfil our mission of exceeding guest expectations every day,” said Catherine Powell, president of Disney Parks Western Region.

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